Video: Watch Apple’s Jonny Ive Geek Out Over Reductive Design

Here’s Apple’s head designer Jonny Ive geeking out over reducing lots of parts to one single, unibody part — beautiful.

From the recent ‘Objectified’ documentary about industrial design.

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About the author

Leander KahneyLeander Kahney is the editor and publisher of Cult of Mac. He is the NYT bestselling author of Jony Ive: The Genius Behind Apple's Greatest Products; Inside Steve’s Brain; Cult of Mac; and Cult of iPod. Leander has written for Wired, MacWeek, Scientific American, and The Guardian in London. Follow Leander on Twitter @lkahney and Facebook.

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